Tag Archives: Marketing and Social Media

Social Media Videos Marketing Success for Pickering Public Library

TammySabourin   November 6, 2016

In our age of digital marketing where there are so many social media options to choose from, one community library is finding success through their development and use of videos.  In addition to using Snapchat, Twitter, LinkedIn and Instagram, the Pickering Public Library is including short, in-house created videos in their Facebook Page, YouTube channel and website to communicate upcoming events, new programs and services, fun facts and promote client engagement.  These videos have become quite popular in their community and beyond. Donna Moritz of Social Media Examiner attributes the rise in popularity of short video social media content to how “snackable” they are, as a quick visual method that grabs our attention, “Short videos suit our busy lives, brief attention spans and the need to consume content easily and quickly. Because fans are consuming content via their mobile devices while they’re on the go, the shorter the content is, the better.”  

JustSaiyan Clothing is a company that specializes in manufacturing apparel that allows you to slip into the costume of your favourite cartoon characters. Catering to children and nostalgic adults, JustSaiyan features designs from popular television shows such as Dragon Ball Z, One Punch Man, and Naruto. JustSaiyan has built their entire business with the help of social media, and does not advertise traditionally. Active Facebook, Instagram, Snapchat and Twitter pages allow the company to stay up to date on the opinions of its consumers, and Justsaiyan takes full advantage of their active fan base. Studying social media gives JustSaiyan great insight on how to improve their products, and more effectively market their gear.

If you’ve played sports or watched almost any team sport you know the sound of the referees whistle. Those 3 different tones are clear and identifiable and their source is a Fox 40 pea-less whistle. What you may not know is that the pea-less whistle was developed and designed by Hamilton Ontario basketball referee  Ron Foxcroft. His turning point came when he encountered the failure of his standard  cork-pea whistle. Worst of all, it occurred during a game he was officiating in the Montreal 1976 Olympics, with 18,000 booing spectators in the stands.  This event changed his life and the sports world forever. The complete story of Fox 40 whistle is on the company’s website.  

Social media and connectivity has gone through a long way in changing human lives. As to business organizations, utilizing social media becomes an emerging trend during production developments process. Especially for consumer facing product development, leveraging social media truly helps to break the geographic and segment barriers in order to be more innovative.

When you ask an old person what their biggest regret in life is, an overwhelming majority lament that they wish they had travelled more in their youth. They often cite a lack of funds, or life’s responsibilities as reason for postponing their plans. Contiki was a company that was created to address this issue. Contiki is a tour company that connects like-minded people, by offering affordable trip packages for ages 18-35. The organization’s slogan is “No Regrets” which shows that they know what note they need to strike with their customers to encourage them to book a trip. Contiki uses social media effectively to encourage their customers to tell their story, and by doing so, market the service to all of their friends. While not the only marketing technique they use, this is one of the many ways Contiki keeps their customers engaged.

DB Schenker supports industry and trade in the global exchange of goods: in land transport, worldwide air and ocean freight, contract logistics and supply chain management.1 Globally they employ over 66,000 employees at over 2000 locations.  Their Canadian operations account for over 1600 employees at over 40 locations.  Roughly 3 years ago, DB Schenker started to utilize social media as part of their marketing strategy.  

Coca-Cola has found a way to stay relevant in a market that is slowly turning away from sugary drinks like soda. Coke’s integrated marketing strategies utilize both traditional and new media to create unique ads that tell a brand story across multiple channels. Coke employs social media as a way to invite consumers to be a part of their story. Using social media as a marketing tool allows Coke to onboard younger generations and creates a call to action. Personalized content and an innovative delivery system are what make Coke so popular. No matter which way you slice it, Coke is winning the social media ad game. Because after watching these videos, you’re probably going to be thinking about having a Coke.

When it comes to purchasing makeup products today, the first company that typically comes to mind – and even conversation – is Sephora.  Approach most women and men who have carefully applied a swipe of indigo eyeliner or a dusting of rose-gold eyeshadow where they bought the product from, and you’ll almost always hear, “Sephora!”  In a world that is so obssessed with image and beauty, Sephora continues to build their customer relationship based on a simple ideology – understanding customer wants and needs, and connecting that customer with the right product.  

ModCloth comes from humble beginnings in a dorm room. The company, founded in 2008, has grown in leaps in bounds since its inception. Including a 600% growth rate over the last two years and an annual revenue of over 150 million in 2014. One of the mainstays of ModCloth’s expert marketing strategy is their customer engagement. The company leverages their brand advocates and creates inclusive social media communities where fans can review products, post pictures of themselves wearing Modcloth apparel, take part in the design and purchase of inventory, and discuss all things ModCloth.

Today’s marketing landscape is ever changing, and with it, the way we engage with our customers.  It is no longer about selling a service or a product; now it is all about the customer experience.  Companies like T by Daniel, a Brampton based tea house, strive to provide a genuinely exceptional experience for each and every person they meet.  Lovers of tea, fashion and especially people, Daniela and Renata Lewis had a vision to start something that could speak to all generations and could bring people together 1. It began when Daniel Lewis overcame a tragedy and used his new found passion for life to follow his dream with his loving wife by his side.  “From the moment a person walks into our store, our immediate goal is to wow them” says Renata Lewis, co-founder.  Their friendly staff focus on getting to know their customers, whether in person or online.

Employee engagement is a vital element of a successful and productive work environment. 1  Companies like Oliver & Bonacini Restaurants (herein referred to as “O&B”) have been empowering their employees for years, which has helped them become one of Canada’s top fine dining restaurant companies. Their employees are passionate, energetic and have a sense of pride when speaking about their employers. O&B operates a portfolio of unique and innovative restaurants across Ontario3.

When someone says the words “social media” often the first thing that comes to mind are sites like Facebook, Twitter or Instagram. While these social networking services are definitely an extremely popular— and important—part of social media, the true definition of encompasses much more than just social networking. “Social Media is the future of communication, a countless array of internet based tools and platforms that increase and enhance the sharing of information.“ – SocialMediaDefined.com It is undeniable then that as social media continues to grow and adapt, it increasingly presents new opportunities for businesses to engage with their customers. Companies are always looking for new ways to market their products and sometimes the opportunity exists to reach to consumers in a way that puts them in control of the interaction.

Whether it has been with a talking chihuahua, or jamming Doritos into all parts of Tex-Mex fast food, Taco Bell has taken a thinking outside the box approach to marketing and advertising for years – long before social media was really a thing. Though, of course, they’d say they’re “thinking outside the bun.” Taco Bell thrives on the bizarre, the unconventional, and the uncommon. They’re all of these descriptions and more! – Wrapped in a Cool Ranch Doritos shell and smothered in sour cream, salsa and gooey, orange, plastic-y cheese. While marketing is a subject that is relatively difficult to go too crazy with, on the surface, Taco Bell manages to find a way to go against the grain here as well. While the 2015 Social Media Marketing Industry Report shows that many corporations have low interest in utilizing Snapchat in their marketing at this point, Taco Bell is embracing the platform and using it really effectively.

The beauty industry is a multi-billion dollar market and social media is becoming a beauty battleground as companies compete for their share of the pie. Companies are constantly looking for new ways to engage their customers, build brand loyalty and of course increase sales through their social media efforts. With a number of major players in the industry thriving in the social media landscape, beauty companies constantly have to come up with new and innovative ways to garner the attention of their sometimes fickle target market. One company that has been very successful in accomplishing just that is L’Oréal. Not only has L’Oréal amassed an impressive base of followers on their social media accounts but they have also been praised for their innovative campaigns that continue to raise the bar for competitors and inspire companies in other industries as well. “Globally, L’Oréal has an objective of building 100% love for our brands, and social media is crucial to driving engagement and affinity for the brands that sit under the broader L’Oréal group banner.” – Emma Williamson, Manager, Consumer Affairs and Social Media ANZ The following video provides a quick look who L’Oréal is and at some of their social media successes to date.

How the Communitech incubator in Waterloo ON, is leveraging social media to market its services to Silicon Valley North start-ups in need of just the right guidance to get their big idea off the ground.